This may seem obvious, but the two things which matter most in virtually any aspect of media (including the net) are content and connections. These principles, which are deeply intertwined, form the foundation of all types of value yielded by media whether for broadcast TV, a national magazine, a web site, a weblog, or a simple exchange of e-mail messages.
If you or your organization has any sort of media presence (especially online), it’s useful to consider your overall content strategy: what you intend to say, and when and how to say it, in order to connect and interact constructively and efficiently with the people you need to help you achieve your goals.
Almost everyone overlooks or misunderstands content strategy and it shows.
A sound, simple content strategy can keep on track and stop you from missing valuable opportunities or wasting time and resources or worse, sabotaging your own goals through inept communication.
This is the introduction to a new series of articles examining the basic elements of content strategy, with special attention to online content…
Index to this series:
- Why communicate at all?
- What is content, and what can it do?
- What are your goals?
- Which effects should your content cause?
- Audience: Who can cause those effects?
- Know and honor your audience
- Becoming findable
- Showing your many sides
- Listening, interacting, and serendipity
- Appreciating the real value of content
- Crafting YOUR content strategy
This series will take a lot of thought and effort, so expect installments to come gradually. I may be adding or changing the focus of sections too, so consider the index above a work in progress. Still, it’s a subject that I need to tackle, since it’s currently the area of greatest need I perceive in my readers and also, covering this topic advances my own content strategy.
I hope you enjoy it. I look forward to you comments and input.
COMING NEXT: Why communicate at all?…